Marketing

At-a-Glance

Learn up-to-date principles, concepts and techniques so you can contribute more to your organization and take on a new professional role. Gain intensive, in-depth exposure to core marketing principles, and learn specific practices to improve marketing skills. Explore advertising and public relations, as it applies to small and large organizations, businesses, government or nonprofits.

Designed For

Individuals who are:

Seeking an understanding of the elements of marketing for both entry-level positions as well as career advancement.

Although marketing is typically considered a business subject, anyone who can benefit from an intensive study in the field is welcome to attend.

Program Overview

Real People. Real Results.

“I wanted to back my on-the-job marketing skills with a formal professional certificate. The classes were informative and taught by instructors with real-world experience. My employer increased my marketing influence with added responsibilities--allowing me to make a greater impact on the organization.”

Jennifer Cheatham

Marketing Coordinator
International E-Z UP, Inc. Norco, CA

Earning the Certificate

Prior to enrolling, please ensure that you meet the following minimum requirements:

High school education or equivalent

NOTE: Successful completion of the Professional Achievement Award in Social Media Network Strategies or the Social Media Network Strategies Intensive Academy meets the elective requirements for the Professional Certificate in Marketing.

Industry Connection

Endorsed by the California Inland Counties chapter of the American Marketing Association (CICAMA).

Certificate Courses

Our certificate programs are designed to be flexible, allowing you the option to take just a few courses or to earn the complete certificate. If choosing to complete the certificate, we recommend you get the most out of your experience by following the suggested completion path below.

In nearly all organizations, effective marketing is an important determinant of success in a highly competitive marketplace. This course introduces key principles of marketing, essential marketing functions and contemporary marketing practices in order to develop a practical understanding of how marketing affects the profitability and growth of a company or organization. Among the many topics examined are fundamental concepts and processes, the marketing environment, market research and analysis, demographics, market segmentation, product positioning, image management, advertising, pricing, distribution, merchandising, product development and strategy implementation.

Understanding "why people buy" is of crucial importance in determining how to market. This course analyzes consumer desire/needs and examines methods for satisfying them in order to learn how to create and stimulate demand for an organization's products and services. The material covered concentrates on both internal factors (beliefs, attitudes, perceptions, emotions) and external factors (class, peer groups, family structure, culture, society, stereotypes) that influence buying behavior.

Marketing management requires objective information about the market served in order to make intelligent business decisions. This course examines marketing information sources, the market research process, and data collection and analysis, including consumer/customer surveys and test marketing. Both quantitative and qualitative research are examined with discussions and analysis about the value and the limitations of data and how to evaluate results and make recommendations for action.

Achieving a sustainable competitive advantage is an ongoing challenge to everyone involved in implementing a marketing strategy. In a climate of rapidly changing products, services and delivery methods, marketing management requires an understanding of methods and techniques that can help achieve a competitive advantage by positively distinguishing the organization, product or service from competitors. This course examines how to develop, implement and manage competitive marketing strategies that achieve marketing and organizational goals. Students evaluate and assess the potential effectiveness of alternative strategies as they relate to mission, resources and goals. The creation of a comprehensive marketing plan that meets these goals is extensively discussed, and students work in teams to develop actual marketing plans.

Instructor Spotlight

“I make myself available to my students, and listen to their context in order to understand where they are coming from. I enjoy involving them in the real world of entrepreneurship, leadership, intrapreneurship, marketing, sales, and import/export through my life experiences. It's a privilege to be part of their lives.”

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